Conversion and journey
Conversion rate benchmarks, journey leakage, proposition clarity and the difference between a testing programme and a fixing programme.
Where does demand we already paid for leak out of the journey?
Made to Measure Blinds Ecommerce: Unbeatable vs DotcomBlinds
A comparison of how two leading UK made-to-measure blinds retailers, Unbeatable Blinds and DotcomBlinds, use samples, guides and guarantees to build customer confidence and drive conversion. We analyse their strategies through the lens of our UK Home & Interiors Benchmark.
A UK Ecommerce Measurement Guide for Home Brands
For home brands selling blinds, curtains or furniture, measurement support is a critical commercial asset. Our benchmark of 75 UK retailers shows that getting it right lifts conversion and cuts service costs. Getting it wrong guarantees journey leakage. Here’s the data and what to do.
Curtains Ecommerce Strategy: Terrys Fabrics vs Curtains 2go
Buying made-to-measure curtains online is a high-stakes, low-confidence purchase. We compare two leading UK specialists, Terrys Fabrics and Curtains 2go, to analyse two very different, and very successful, ecommerce strategies for building buyer confidence and driving conversion.
Ecommerce Purchase Reassurance: 5 UK Home Brand Examples
Reassurance isn't just about footer links and policy pages. We analyse five specialist UK home and furniture brands that turn guarantees, finance, and delivery into a core part of their acquisition proposition, actively reducing purchase risk to win customers.
Ecommerce Growth Strategy: When to Stop CRO & Find a New Bottleneck
Your conversion experience is likely already excellent. Our study of 75 major UK retailers shows an average score of 92.6/100, making it a solved problem for many. Chasing marginal gains here offers diminishing returns. A better ecommerce growth strategy focuses on weaker areas like customer discovery or retention, which represent bigger, more valuable bottlenecks to solve.
Jane Clayton vs Just Fabrics: A Fabric Ecommerce Strategy Teardown
A detailed comparison of two leading UK fabric retailers. We analyse how Jane Clayton's authority-led model and Just Fabrics' accessible approach tackle the core challenge of selling a tactile product online.
What Ecommerce Trust Signals Actually Drive Sales?
For high-value ecommerce, trust isn’t about generic security badges. It’s built with operational promises that directly reduce customer anxiety. We use our UK benchmark data to show which signals—from guarantees to delivery clarity—protect conversion and drive growth.
Ecommerce Discount Strategy: A UK Benchmark for Home Brands
The benchmark for a healthy ecommerce discount strategy is a Commercial Proposition score of 82.2/100. Persistent discounting erodes margins by training customers to wait for sales. We explain our benchmark, derived from 75 UK home retailers, and the steps to reduce promotion dependency.
A Blinds Ecommerce Strategy: Authority vs Frictionless
The best ecommerce strategy for a blinds retailer is a deliberate choice between two models: deep authority or a frictionless experience. We compare the approaches.
Ecommerce Samples & Swatches: A UK Benchmark for Home Brands
In home and interiors ecommerce, decision-support tools like samples and swatches are a core part of your commercial proposition. We benchmark the UK's top 75 retailers to show what 'good' looks like and what to fix if you're falling behind.
5 Ecommerce Value Proposition Examples from UK Home Brands
We analyse five specialist UK home brands to show how guarantees, delivery, finance, and service build a compelling commercial proposition. See what Arlo & Jacob, Furl, Fishpools, Rose & Grey, and Unbeatable Blinds do to reduce customer uncertainty.
Functional Proof vs. Value Story: Choosing a Furniture Ecommerce Strategy
A furniture ecommerce strategy for specialist brands boils down to one choice: building confidence through functional proof or through a value-based story. We analyse the two paths and how to choose the right one for your business.
Sofa Ecommerce Strategy: D2C vs. The Stockist Model
For sofa brands, the central strategic decision is between selling direct-to-consumer (D2C) or through a stockist network. We compare the two models on their commercial trade-offs to clarify which is right for your business.
Furniture Ecommerce Strategy: Why 'Good' Is No Longer Enough
Our benchmark of 75 UK home and interiors brands shows user experience is now table stakes. With average Conversion Experience scores at 92.6/100, an effective furniture ecommerce strategy must focus beyond the website to find a durable source of growth.
What is a good ecommerce conversion rate in the UK?
A single 'average' conversion rate is a commercially misleading metric. We share our observed benchmarks for UK businesses, broken down by category and AOV.
Considered purchases break the standard ecommerce playbook
Home, interiors and furniture brands are handed tactics built for £30 impulse buys. Long consideration windows, high basket values and offline overlap change almost every decision.
The growth notes
Occasional, considered writing on where growth actually gets stuck. Read by the people who own the number.
No spam, easy unsubscribe. See our privacy policy.